AOL Adopts DoubleClick's DART for Publishers Technology

America Online said it formed a partnership last week with DoubleClick that will provide ad serving, inventory management, workflow tools and delivery operations to AOL Media Networks.

DoubleClick is a provider of marketing tools for advertising agencies, marketers and Web publishers. AOL Media Networks, Dulles, VA, is the ad sales, commerce and search arm of America Online.

DoubleClick's ad management platform, DART for Publishers, will be implemented across all AOL brands later this year. DFP is a hosted, advertising serving and management solution that helps Web publishers manage, serve and report on online ads.

DoubleClick will enable AOL Media Networks to package and deliver solutions to specific audiences and content affinities. Other benefits include real-time knowledge of inventory availability and stronger targeting capabilities.

AOL Media Networks already uses several DoubleClick products, including data management, e-mail deployment and campaign management as well as search marketing and affiliate marketing through Performics, a division of DoubleClick.